Setting new standards. Tradition Modernised
In 2003 the Bahrain Motor Federation secured the honour of becoming the first nation in the Middle East to host a Formula 1 Grand Prix. The ground had only just been broken to start construction when we embarked on developing the brand for the Bahrain International Circuit. The communications strategy had three objectives: to instil local pride, reinforce Bahrain’s leadership in the region, and elevate the Kingdom’s global presence by showcasing the event to affluent influencers and top corporations through Formula 1’s global media reach. Our over arching mantra for the brand that applied to all applications from the trophy, to run off area ground graphics and grandstand way-finding was ’tradition modernised’.
A catalyst for economic growth
Beyond the initial identity, our partnership with the BIC has spanned two decades, yielding numerous iconic projects. The “flag field,” a permanent visual anchor, brought colour and energy to the track, enhancing visuals for media. We also evolved their Formula 1 trophy into an iconic perpetual design that resonates globally, reinforcing Bahrain’s unique standing in the racing world. In the early years, they featured precious metals and intricate engravings inspired by the track’s architecture. Later, at the request of HRH, a perpetual trophy with an Arabic twist was introduced. This design remains in use today, earning a reputation as one of the most coveted in the sport.
You will see the trophy here, it’s really nice. I think it is one of the nicest.
Sebastian Vettel
Winner of the 2012, 2013, 2017 & 2018 Gulf Air Bahrain Grand Prix
Twenty Years of a Modern Classic
As digital transformation accelerated, we designed a custom ‘BIC 45’ font and incorporated a midnight blue palette to mark the transition to nighttime events, enhancing the circuit’s brand for multi-channel reach. By 2024, we were entrusted with crafting the 20-year story of Bahrain and Formula 1—a project that revisited the remarkable milestones of this ambitious circuit and nation. Today, Bahrain International Circuit remains a brand close to our hearts, a testament to the vision that made Bahrain a global motorsport icon.
